It’s official! Merlin Entertainments Group has obtained Cypress Gardens Adventure Park. More mainly, it has satisfied each and every one of the outstanding liens and taxes and has been assigned development rights. A press conference is scheduled for January 21, 2010, when Merlin will probable flesh out its vision for the property.
The extended bet at this point is that Legoland Florida will now be coming to Winter Haven, Florida, incorporating colorful Lego-themed attractions into the botanical gardens and lakes of Cypress Gardens. Cynics could be scratching their heads. Cypress Gardens has now failed in many different incarnations. It’s too far from the I-4 freeway. It’s in a far off, rural location. Central Florida is a saturated market for theme parks. I can see merit in a couple of of these knocks, but I think Legoland Florida will be a hit anyway. I have my factors. Here are 5 of them.
1. Legoland is a global brand – One of the challenges at Cypress Gardens was permitting the public realizes that it exists. Even at the peak of its revival, the only affiliation it had was that it was the smaller sibling of Valdosta’s Wild Adventures. As a European brand with worldwide appreciation, everybody realizes Lego — specifically the hordes of European tourists who arrive in Orlando International Airport all through the year. rather than being cross-marketed at a slightly greater park in rural Georgia, Legoland Florida will have the extended Legoland California (with mllns. of annual visitors) and the entire empire of Legoland parks publicizing Legoland Florida (and vice versa). soon, tourists in Orlando won’t shrug at the one hour commute to the park.
2. Merlin has the moeny to make it work – When Kent Buescher was prepared to open Cypress Gardens, 3 hurricanes hurted the park, delaying the opening. Collecting on the insurance was a challenge, so Cypress Gardens Adventure Park never evolved beyond being Wild Adventures Lite. It took too long before a marquee thrill ride — the Starliner wood coaster — arrived, and by then the park’s fate was sealed. Merlin will be able to commit the initial and continuing investments to originate attractions that will appeal to a wide audience, this includes original rides that you cannot find at traveling carnivals.
3. Legoland will turn a destination – Just as Legoland California has gone on to open a premium aquarium exhibit, an outdoor waterpark, and is readying a hotel, Legoland Florida should be able to capitalize on its location as a destination. A Lego-themed hotel would be as extended as the Nickelodeon Hotel in Central Florida. It will draw young families who won’t be too far away from the Orlando and Tampa field parks and attractions.
4. Legoland’s educational angle will help weekday traffic – One of the nice things about Legoland California is that it offers programs all through the week for home-schooled children and toddlers that aren’t school-aged. There are additionally camps all through the summer and other holiday breaks. Since Lego-building is seen as a learning task, it’s a strong offering point. Yes, Carlsbad is an upscale residential community. Winter Haven isn’t exactly there. It’s still incremental, and Legoland will additionally be a major ground trip draw for Central Florida elementary schools.
5. Merlin cannot let the park fail – In October of 2009, London’s Financial Times wrote that Merlin plans to go public in early 2010. title its IPO, Merlin is unlikely to neglect any of its properties. It will file quarterly financials and have a obligation to its shareowners to make every park in its franchise work. The Cypress Gardens location is going to take a couple of work — more than the good deal that Merlin is paying to get in — and Merlin will be motivated to show that Legoland Florida is a success (if only so investors will be encouraged at the potential of MORE Legolands in the United States).
